Rylan’s Big Kiss Campaign is Arriving from Waken and Tesco
Michael Hemsworth — June 4, 2026 — Marketing
References: wakencare & retailtimes
Rylan’s Big Kiss campaign is being launch as an in-store retail media activation in the UK from Waken mouth care in partnership with Tesco and TV personality Rylan Clark. The campaign is arriving into Tesco locations in the UK now and will see more than 32,000 bottles of Waken Whitening Mouthwash bottles paired with a promotional tag. The product tag will refer shoppers to the #BigKiss campaign online that includes influencer-led activity on TikTok and Instagram, competitions, behind-the-scenes content and more.
Waken Co-Founder Rhodri Ferrier spoke on Rylan’s Big Kiss campaign saying, "Retail media is no longer confined to digital placements. We wanted to use the bottle itself as a media touchpoint, something that could interrupt, entertain and drive shoppers into a broader campaign experience. Rylan’s Big Kiss is about making oral care feel more culturally relevant, confidence-driven and enjoyable. Oral care shouldn’t feel clinical or boring, and Tesco has been a fantastic partner in helping us bring that energy directly into the shopping environment while also shining a spotlight on the importance of everyday dental health.”
Waken Co-Founder Rhodri Ferrier spoke on Rylan’s Big Kiss campaign saying, "Retail media is no longer confined to digital placements. We wanted to use the bottle itself as a media touchpoint, something that could interrupt, entertain and drive shoppers into a broader campaign experience. Rylan’s Big Kiss is about making oral care feel more culturally relevant, confidence-driven and enjoyable. Oral care shouldn’t feel clinical or boring, and Tesco has been a fantastic partner in helping us bring that energy directly into the shopping environment while also shining a spotlight on the importance of everyday dental health.”
Trend Themes
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Packaging-led Media — Product labels are becoming shoppable campaign gateways that connect physical shelf presence with digital content, competitions and community engagement.
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Celebrity-driven Oral Care — Familiar entertainment personalities can shift everyday hygiene products from clinical necessities into confidence-led lifestyle purchases with stronger cultural relevance.
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In-store Social Activation — Retail aisles are evolving into launchpads for influencer content, giving brands new ways to blend shopper attention with TikTok and Instagram participation.
Industry Implications
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Oral Care — Mouthwash and dental hygiene brands are finding new growth potential in emotionally engaging formats that position routine care as enjoyable, expressive and socially shareable.
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Grocery Retail — Supermarkets are becoming integrated media environments where packaged goods, celebrity campaigns and digital extensions converge at the point of purchase.
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Retail Media — Physical products and shelf fixtures are expanding the definition of retail media beyond screens, creating measurable brand storytelling opportunities inside everyday shopping trips.
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